Foods for health: Involving organizations in planned change |
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| Authors: | Sheila Ninomiya Pohl Vicki S Freimuth |
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| Institution: | 1. Information Specialist, National Heart, Lung, and Blood Institute , National Institutes of Health , Bethesda, MD;2. Associate Professor of Communication Arts and Theater , University of Maryland , College Park |
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| Abstract: | The development of effective strategies for planned change presents a challenge to an organization operating in a modern, complex society. A change agency often faces two barriers to the diffusion of innovations —the lack of direct contact with individual receivers on a daily basis, and limited and perhaps shrinking resources. Two strategies which help a change agency address these barriers are: a) the use of co‐change agencies in innovation development and b) the diffusion of innovations through other organizations at the system‐receiver level. The use and effectiveness of these modifications to the traditional diffusion model are illustrated in the development and diffusion of a health education program called Foods for Health. |
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